All posts tagged Lead Scoring

Lead Scoring Best Practices: Deliver More and Higher Quality Leads to Your Sales Team

Lead Scoring

Lead scoring is the process of ranking a lead’s profile fit and level of interest according to a methodology agreed upon by both marketing and sales.  Leads are scored in a number of ways, assigned by points or ranked by using terms such as “hot,” “warm,” or “cold.”  According to Eloqua, this not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales teams identify where each prospect is in the buying process.  Lead scoring methodologies incorporate a combination of demographic attributes, lead source and offer, budget, authority, need, and timeline (BANT) considerations.   Continue reading →

Marketing Automation 101: What B2B Marketers Need to Know About Marketing Automation

What is marketing automation?
Marketing automation (MA) is the use of technology to manage and automate the process of nurturing prospects based on their interests until they are ready to buy, then passing the most qualified leads over to sales. Marketing automation streamlines sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions. Marketing automation solutions create sophisticated and engaging campaigns that automatically respond to prospect/customer behaviours and lifecycle segments. This technology typically works in connection with CRM systems like Salesforce, and is most effective when integrated with a comprehensive inbound marketing strategy. A simple analogy would be to think of marketing automation software as an all-in-one integrated solution (integrated marketing) for automating and managing marketing campaigns and processes. Marketing automation brings together all of your online marketing channels into one execution platform with centralized reporting and analytics (email, website analytics, web forms/landing pages, document downlads, webinars, etc.)  It if offered by software-as-a-service (SaaS) providers such as Eloqua, Marketo, Aprimo and HubSpot.

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What Does Marketing Automation Mean to You?


We’ve outlined some key words that come to mind when we think about marketing automation.

What does marketing automation mean to you?

If you currently use marketing automation, what impact does it have on your e-mail and cross-channel marketing efforts?

Send us your thoughts.

We’d love to hear from you!

Enabling Sales with Effective Lead Scoring


Lead scoring gives marketing and sales teams an objective definition of lead quality while keeping sales team focused on the best leads while increasing close rates and identifying better opportunities. In a study of ten B2B organizations using lead scoring systems, Eloqua found that, on average, deal close rates increased by 30%, company revenue increased by 18% and the revenue per deal increased by 17%.

According to Aberdeen Research, companies that get lead scoring right have a 192% higher average lead qualification rate than those that do not. For this reason, it becomes important for organizations to make sure marketing and sales agree about lead quality while the absence of a process that works to fix this issue actually becomes a big threat to achieving revenue goals.

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